In August ‘16, Messenger introduced a new policy. Businesses now have 24 hours to respond
to a message initiated by a person in messenger. If you’re using our messaging service, or are providing live chat support through the API, this is subject to the new policy.
Note: There are different policies depending on the type of message (Subscription message or Standard message)
Standard Messages - When a person messages a business, clicks on a call to action button within messenger or requests a message from a business via a plugin such as send to messenger
Subscription Messages: when a person opts in to receive subscription messages choosing the frequency and type of content they will receive. These are messages via the same channels as the standard messages (above).
The policy relates to Standard Messages where messages are restricted - (messages cannot be sent beyond 24 hours)
If you’re unable to respond within the 24 hour window. (for instance, you are offline or an issue takes longer to resolve), you have the ability to respond with one additional message outside of the 24 hour window. - Each time a person responds to a business, the clock will reset and you have another 24 hour window.
If you want to message a customer after 24 hours (like when using the messaging service we offer) you also need to have facebook subscriptions submitted for approval. pages_messaging_subscriptions. Enables your app to send messages at any time after the first user interaction.
What happens if a business messages a user more than once beyond the 24-hour policy? - Bots will not technically be able to message users more than once beyond the 24-hour window (message will not be sent). During the transition period for existing bots, these messages will go through but will be flagged if found.
- New apps: Have to apply for pages_messaging_subscriptions permission in addition to the pages_messaging permissions.
- Existing apps: Have 6 months to apply for the pages_messaging_subscriptions permission
THERE ARE EXCEPTIONS
Exceptions include Template Messages and Subscription Messages
Template messages - Include receipts and flight notifications, which can be sent beyond the 24-hour mark.
Subscription content - Can be sent outside of the 24 hour period. (Subscription messaging must be opted into)
Use cases eligible for subscription messaging include:
- News Bots - Where the primary purpose is to inform people about recent or important events or information in categories such as sports, finance, business, real estate, weather, traffic, politics, and entertainment.
- Productivity Bots - Which enable people to manage their personal productivity with tasks such as managing calendar events,receiving reminders, and paying bills.
- Personal Trackers - That enable people to receive and monitor information about themselves in categories such as fitness, health, wellness, and finance.
You can read more about the policy here.